Nivea has rolled out a digital film to support its ongoing CSR programme 'Mom‘s Touch'. The film has been conceptualised by Interface Communications and looks at the sacrifices mothers make in order to give their children a better tomorrow. The film has been on the brand's social media channels since 7 July.
Mothers and their kids make up the cast. The children are at school, laughing and studying. A super talks about their fate if it hadn’t been for their mothers’ tireless dedication. Four mothers sitting in front of a television hear testimonials by their children studying at a school run by Aseema Charitable Trust. The students talk about their hardworking mother’s and the sacrifices they’ve made to ensure they are in school. The film fades to a shot of the children meeting their mothers. They embrace each other, tears streaming down their faces.
As the Nivea Mom’s Touch logo appears, a voice over says, “Nivea’s Mom’s Touch, salutes these care givers and supports them with groceries for their households.” The film ends with information on how the audience can chip in.
Mom’s Touch was launched in 2014 in association with Aseema Charitable Trust in Maharashtra. The initiative has now expanded to Gujarat, where Nivea has partnered with Saath.
Creative agency: Interface Communications
Production house: Anaiah Films